SEO标题标签优化的高级策略Advanced tactics for SEO title tag optimization

Moz' Cyrus Shepard offers top tips on boosting CTRs and earning more traffic with better title tags.

Moz’Cyrus Shepard 提供了有关提高点击率和通过更好的标题标签获得更多流量的重要指示

For many search marketers, title tags are one of the first-learned elements of the SEO’s toolkit. Unfortunately, that leads many to toss off title tag optimization as a beginner’s tactic.

对于许多搜索营销商而言，标题标签是SEO工具包中最先学习的元素之一，不幸的是，这导致许多人将标题标签优化作为初学者的策略。

During his presentation on Advanced Title Tag Optimization at SMX Next last month, Moz SEO consultant Cyrus Shepard explained why title tags are a critical component of SEO – and how when done correctly, can provide massive value for searchers and businesses.

Moz SEO顾问Cyrus Shepard在上个月SMX关于高级标题标签优化的演讲中，解释了标题标签为何是SEO的关键组成部分-以及如何正确完成标题标签可以如何为搜索者和企业提供巨大价值。

In a crash course on title tag optimization, Shepard discusses why tags aren’t just for beginners and offers practical techniques – and what to avoid – in order to boost click-through rate (CTR) and earn more traffic.

在有关标题标签优化的速成课程中，Shepard讨论了为什么标签不仅仅适合初学者，并且提供了实用的技术以及避免的方法，以提高点击率（CTR）并获得更多流量。

Why are title tags important? 为什么标题标签很重要？

Title tags are the clickable headline that shows up on the SERP. Dictated by an HTML element that reflects the title of a web page, these tags are designed to help search engines understand the content of the page. There are key reasons why title tags are important, Shepard emphasized.

标题标签是显示在SERP上的可点击标题。这些标记由反映网页标题的HTML元素指定，旨在帮助搜索引擎了解网页的内容。Shepard强调，标题标签很重要的关键原因。

1. It’s the first thing someone sees when conducting a search. “People may ignore your content, they may skim over it, they may ignore your meta description, your bread crumbs. But everybody, when they do a Google search, sees your title tag as the number one decision,” Shepard said.这是人们进行搜索时首先看到的东西。 人们可能会忽略您的内容，他们可能会略过它们，他们可能会忽略您的元描述，面包屑。 但是每个人在进行Google搜索时，都会将您的标题标签视为首要决定，”谢泼德说。

2. Title tags are a ranking factor. Shepard explained that Moz has been “studying the correlation of title tag signals to rankings over the years,” and despite a slowdown in correlations, title tags still influence click-through rate. “No matter what you do, the title tag more than any other element that displays in the SERPs influences whether or not people are going to click your result.”标题标签是排名因素。 Shepard解释说，多年来Moz“一直在研究标题标签信号与排名的相关性”，尽管相关性有所降低，但标题标签仍会影响点击率。“无论您做什么，标题标签都比SERP中显示的任何其他元素影响更多，人们是否会点击您的结果。”

3. A mix of science and psychology. Even if a title tag doesn’t help you rank, it can still be a critical touchpoint to entice people into clicking.  With the right language and messaging, title tags can play into a searcher’s curiosity and answer the question.科学与心理学的结合。即使标题标签不能帮助您进行排名，它仍然可能是吸引人们点击的关键接触点。使用正确的语言和消息，标题标签可以引起搜索者的好奇心并回答问题

4. Title tags are easy to test. “You can change your title tag, go to Google Search Console, recrawl, reindex the URL, and see the changes in Google search results, sometimes within minutes,” Shepard said. From there, SEOs can examine the performance over the next few days to it had an effect. “And also, if things don’t work out, you can easily change your title tag back,” he added.标题标签易于测试。 “您可以更改标题标签，转到Google Search Console，重新爬网，重新为URL编制索引，并查看Google搜索结果的更改，有时只需几分钟，” Shepard说。SEO可以从那里检查接下来几天的效果是否有效。他补充说：“而且，如果情况不妙，您可以轻松地更改标题标签。”

Source: Cyrus Shepard, SMX Next

Going beyond the title tag basics超越标题标签的基础知识

For beginners in SEO, there are a few general ground rules for when you’re just starting out with title tags. Shepard said, for example, “We know that we only want one title per page, that the title should be relatively short – 50 to 60 characters – the title should be unique, meaning it shouldn’t be a duplicate of other titles on your site.”

对于SEO的初学者来说，当您刚开始使用标题标签时，有一些通用的基本规则。Shepard说，例如：“我们知道每页只需要一个标题，标题应该相对较短-50至60个字符-标题应该唯一，这意味着它不应与您的其他标题重复 。”

Other important considerations: use your target keywords (but avoid stuffing) and write compelling copy that answers the user’s query and will entice them to click through.其他重要注意事项：使用您的目标关键字（但要避免填充），并写出引人注目的副本，以回答用户的查询并吸引他们点击。

How to write compelling titles 如何写引人注目的标题

Shepard uses the acronym NPR (yes, like the news organization) to help guide the thought process behind writing compelling headlines.Shepard使用首字母缩略词NPR（是的，例如新闻机构）来帮助指导撰写引人注目的标题背后的思考过程。

N = Noticeable  N =引人注目的

P = Promising P =有前途

R = Relevant  R =相关

Noticeable. In the below example of a Google search result for the best time to visit Europe, the title tags essentially all say the same thing. “I have to admit they’re a little uninspiring,” Shepard said. “There is nothing noticeable about these results. They’re just using the keyword but there’s nothing enticing me to click. There’s nothing to differentiate one of these results from any other result.”引人注目。在下面的最佳时间访问欧洲的Google搜索结果示例中，标题标签基本上都具有相同的含义。谢泼德说：“我必须承认他们有些不鼓舞。” “这些结果没有什么值得注意的。他们只是在使用关键字，但没有吸引我点击的内容。没有什么可以将这些结果之一与任何其他结果区分开来。”

Promising. “When a title is promising, it tells you what you should expect when you click. It goes beyond the keyword to promise you something to satisfy an emotional need. And good titles typically offer this,” Shepard explained.有希望。“标题很有希望时，它告诉您单击时应该期待什么。它超越了关键字，它向您保证可以满足您的情感需求。好的头衔通常可以提供这一点。”谢泼德解释说。

When writing title tags, SEOs should think about how to use promising language to satisfy those needs as people search. He offers six ways to make title tags more promising for searchers:在编写标题标签时，SEO应当在人们搜索时考虑如何使用有前途的语言来满足这些需求。他提供了六种方法来使标题标签对搜索者更有希望：

· Surprise them 给他们惊喜

· Thrill them让他们兴奋

· Impress them打动他们

· Educate them教育他们

· Reassure them让他们放心

· Help them帮助他们

“Even if you’re selling, you know, blenders. You can try to surprise people, thrill them, and impress them. They’re not just looking for blenders. They want something extra. Give them that in the title and you can entice the click. It’s hard to do, but you can do it,” Shepard said.“即使您要出售搅拌机，也要知道。您可以尝试使人们惊讶，激动并留下深刻的印象。他们不仅在寻找搅拌机。他们想要一些额外的东西。在标题中给他们，您可以吸引点击。很难做到，但是你可以做到。”谢泼德说。

Relevancy. Without relevancy, the elements of ‘noticeable’ and ‘promising’ can be easily diluted. Searchers are looking for results that are relevant to their intent, Shepard explained.关联。没有相关性，“引人注意”和“有前途”的要素可以轻松地淡化。Shepard解释说，搜索者正在寻找与其意图相关的结果。

In the below example, he demonstrates the difference between a relevant and non-relevant title tag for a search related to Target coupons. “The second result was a Target ads manufacturer. That’s not what I’m looking for. That’s not the promise that I want. I want the target promo codes and coupons,” he added.在下面的示例中，他演示了与目标优惠券相关的搜索的相关和不相关标题标签之间的区别。“第二个结果是目标广告制造商。那不是我要找的东西。那不是我想要的承诺。我想要目标促销代码和优惠券，”他补充说。

The recipe for Systematic Success系统成功的秘诀

Shepard outlined the “rules” for how he approaches title tag audits in five steps, using it as high-level guidance to “win at title tags nearly every single time.”Shepard概述了他如何通过五个步骤进行标题标签审核的“规则”，以此作为高级指南，“几乎每次都赢得标题标签”。

1.  There are zero foolproof formulas. A one-size-fits-all formula doesn’t exist – but it’s important for SEOs to understand that experimentation is a key component of finding success with title tags. It’s all about “finding out what works for you and your audience,” Shepard said.1.有零万无一失的公式。千篇一律的公式并不存在，但对于SEO来说重要的是要了解实验是成功使用标题标签的关键因素。Shepard说，这全都在于“找出对您和您的受众有用的内容”。

2. Test ideas to find those that yield six statistically significant gains. Develop a hypothesis, set goals and expectations, and use the NPR model to identify the biggest variation. Testing is a necessary strategy for title tags, according to Shepard.2.测试构想，找出产生六项统计学上显着收益的构想。提出假设，设定目标和期望，并使用NPR模型确定最大的变化。根据Shepard的说法，测试是标题标签的必要策略。

3. Collateral damage. “There is going to be some unintended consequences,” he warned. There’s no guarantee that implementing a title tag test will result in steady traffic gains but it’s important to make room for potential losses as you continue testing.3.附带损害。他警告说：“会有一些意想不到的后果。” 无法保证实施标题标签测试会带来稳定的流量增长，但是在继续测试时要留出可能的损失，这一点很重要。

4. Keep the winners – and learn from them. Enough said.4.保留获胜者–并向他们学习。说够了。

5. Lose the losers. If you change the title tag and it goes bad, Shepard said, you can always revert back to the better performing original.5，输掉失败者 Shepard说，如果您更改标题标签而它变质了，您可以随时恢复为性能更好的原始标签。

来源：Search Engine Land